基于价值链的H公司营销模式研究

发布时间：2018-01-17 22:12

本文关键词：基于价值链的H公司营销模式研究　出处：《北京交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着网络经济的兴起和消费者选择的多样性,服装企业的竞争也越来越激烈,如何去降低产品的成本,加快产品的更新和创新营销模式,对处于蓝海中的服装企业越来越重要。H服装公司成立于1997年,经过几年的发展,业务已涵盖高档精纺呢绒、高档西服、职业服的生产和销售,以及品牌服装的经营等多种业务,目前的营销模式是品牌授权加盟模式为主,随着房租费用和人工成本的增加不断压缩产品的利润,再加上消费者已经多倾向于网络购物,这对H服装公司未来的发展产生了挑战。因此,H服装公司在分析服装行业价值链的基础上,创新产品营销模式,对企业的发展具有重要的理论意义和现实意义。首先,文章介绍了价值链理论和营销模式相关理论,在此基础上,围绕基于价值链的H服装公司营销模式构建这一方面内容展开研究,通过对H服装公司的宏观环境、外部行业环境和现有营销模式及存在的问题进行分析,提出了基于价值链的H公司营销模式,并提出了网络营销模式的实施策略与保障体系。本文的主要研究内容如下： (1)基于价值链的H公司营销模式设及实施。本章内容在H服装公司现有营销模式和存在问题的基础上,按照发挥公司优势、弥补公司不足、把握发展机遇和迎接公司挑战的原则,在分析模式的影响因素的基础上,提出了基于价值链的H公司营销模式的设计思路及模式。 (2)基于价值链的H公司营销模式的实施策略与保障体系。为了确保新的营销模式能够顺利实施,给出了H公司新营销模式的实施策略应从产品、价格、促销和渠道入手。从制定统一的新营销模式应用规划方案、组织机构、信息技术、渠道的沟通与管理、人力资源、激励措施等方面确保新营销模式的实施。本文通过对H公司现有营销模式的研究,从价值链的角度提出了新的营销模式,希望能够给处于网络经济时代的服装企业提供一定的参考价值,使企业能够在激烈的市场竞争中,抓住机遇,进一步使企业发展壮大。图14幅,表8个,参考文献59篇。
[Abstract]:With the rise of network economy and the diversity of consumers' choices, the competition of garment enterprises is becoming more and more fierce. How to reduce the cost of products, accelerate the update of products and innovative marketing model. After several years of development, the business has covered the production and sale of high-grade worsted woolen fabric, high-grade suits and professional clothing. As well as brand clothing management and other business, the current marketing model is the brand licensing mode mainly, with the increase of rent costs and labor costs continue to reduce the profits of products. In addition, consumers have been more inclined to network shopping, which has a challenge to the future development of H apparel company. Therefore, based on the analysis of clothing industry value chain, HG clothing company innovates its product marketing model. It is of great theoretical and practical significance to the development of enterprises. First of all, the article introduces the value chain theory and marketing model related theories, on this basis, around the value chain based on the H clothing company marketing model construction of this aspect of research. By analyzing the macro environment, external industry environment, existing marketing model and existing problems of H garment company, this paper puts forward the H company marketing model based on value chain. And put forward the implementation strategy and security system of network marketing mode. The main research contents of this paper are as follows: The content of this chapter is based on the existing marketing model and existing problems of H clothing company, according to give full play to the advantages of the company, to make up for the lack of the company. On the basis of analyzing the influencing factors of the model, the author puts forward the design idea and mode of H company marketing mode based on value chain. In order to ensure the successful implementation of the new marketing model, the implementation strategy of the new marketing model of H company should be based on the product and price. Promotion and marketing channels. From the development of a unified new marketing model application planning, organization, information technology, channel communication and management, human resources, incentives and other aspects to ensure the implementation of the new marketing model. Through the research on the existing marketing model of H Company, this paper puts forward a new marketing model from the perspective of value chain, hoping to provide a certain reference value for garment enterprises in the era of network economy. So that the enterprise can seize the opportunity in the fierce market competition, and further make the enterprise develop and grow stronger. 14 figures, 8 tables, 59 refs.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F274

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